The “Keep Discovering Car-Free, Carefree Travel” campaign was created by Forsman & Bodenfors in partnership with Fáilte Ireland to align tourism with Ireland’s Climate Action Plan 2023 - a government initiative aiming to cut national emissions by 50% by 2030. The project’s central goal was to inspire Irish adults to take more short breaks and day trips without a car, showcasing sustainable travel not as a compromise, but as a fun, fulfilling, and accessible experience.

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At the heart of the campaign was the belief that meaningful sustainability starts with empathy and understanding. Research showed that while sustainability mattered to many, it wasn’t a key driver of travel decisions. Instead of moralising, we chose to reframe the idea of car-free travel - making it feel adventurous, spontaneous and easy. This insight shaped an omnichannel approach that combined authentic storytelling, influencer partnerships and practical guidance into a single, cohesive initiative.

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To make car-free breaks genuinely achievable, we developed 41 bespoke itineraries across 13 hub towns and cities outside Dublin, each featuring step-by-step travel plans using public transport. These itineraries were brought to life through paired collaborations between video content creators and travel writers - one producing an engaging vlog, the other crafting an in-depth written guide. Each piece was infused with the creator’s authentic voice, creating a peer-to-peer tone that resonated with younger, socially connected audiences.

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The content was distributed organically across Discover Ireland’s owned social and digital channels, supported by community management that encouraged user participation and local engagement. We also integrated Gaeilge content, supporting Ireland’s cultural revival and connecting sustainability with national identity. Every trip was genuinely experienced - our teams travelled over 3,000km across Ireland, testing routes, buses, trains, and ferries to ensure every recommendation was accurate and practical.

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The initiative also sparked cultural change. The term “car-free travel” became a social and search trend in Ireland, adopted by media outlets like The Irish Times and independent content creators. Local businesses and advocacy groups embraced the idea, sharing itineraries and amplifying our message.

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“Keep Discovering: Car-Free, Carefree Travel” succeeded because it balanced creativity with purpose - turning sustainability into an aspirational lifestyle choice. It empowered people to travel differently, supported local tourism, and helped Fáilte Ireland lead a national movement toward more sustainable, connected exploration. It’s proof that when brands listen, act authentically, and meet people where they are, purpose becomes a shared experience - not a slogan.